When Tommy Hilfiger was an unknown brand, advertising announ…

When Tommy Hilfiger was an unknown brand, advertising announced his membership as a great US designer by associating him with Geoffrey Beene, Stanley Blacker, Calvin Klein, and Perry Ellis, who were recognized members of that category. Tommy Hilfiger conveyed the brand’s category membership by ________.

Marriott Corporation now contains hotels and motels from the…

Marriott Corporation now contains hotels and motels from the “budget” end of the consumer spectrum to the “premium” end with their JD Marriott flagship locations. This is an example of a firm that successfully performed a(n) ________ to reach more consumers and ventures that are more profitable.